Google AdWords helps businesses catch clicks with paid search campaigns, but marketers must be ready to put the tool to good use.

Google AdWords helps businesses catch clicks with paid search campaigns, but marketers must be ready to put the tool to good use. The Wall Street Institute, the largest English language school in the world, offers a model of how to take advantage of all Google AdWords has to offer. The Google Conversion Room blog recently announced that the school is its conversion champion this season.

Huseyin Tanrioven of the WSI spoke with Google about how the institute used Google AdWords Search Funnels to boost conversion rates. To start, he says his team used the tool to conduct analysis of the real value of assist keywords, ad groups and campaigns, rather than simply focusing on last click conversion data.

With the Search Funnels insight, the WSI then "compiled a list of keywords where we could change bids to increase the average position and conversion numbers" without exceeding its cost-per-acquisition limit. The analysis also helped officials make informed decisions about removing some phrases as negative keywords based on poor performances.

In the month following the WSI's updates, conversion rates increased by 54.5 percent and click-through rates increased by 10.5 percent. The institute was additionally able to reduce its cost-per-conversion by 28.1 percent by streamlining its paid search campaigns with Search Funnels.

Other marketers will want to take this success story to heart and look for ways to make their own search campaigns more profitable – and there may be much profit to be had by those who take full advantage of Google AdWords. Demand Media recently shed light on the extent to which businesses are able to generate revenue from paid search campaigns for Google. This revelation surfaced when it reported that Google ads account for more than one-quarter of its overall income.
 

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.